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In 2020,the COVID-19 has swept the world,with a large scale consumers shopping online consumption,stimulating the rapid development of the e-commerce retail industry globally.Considering the e-commerce retail sales,the overall e-commerce retail sales of major countries in Europe,America and the Asia-Pacific region experienced rapid growth of more than 15%from 2019 to 2020.The rapid development of e-commerce has also attracted more and more companies to pay attention to their digital marketing.Large companies have changed their traditional business strategies,by collecting Google keywords,utilizing major social tools and channels,so as to generating hot discussion and attention which finally contributes the sales.Today I will choose a customer chemist warehouse of our company as a topic to analyze their digital marketing and give my suggestions.
Part one:Analyse your selected company's digital marketing
Overview of the Chemist Warehouse Digital Plan
Chemist Warehouse has a relatively complete Digital marketing strategy.One of which is the advertisement strategies.They have many Marketing Channels.For example,they will put paid advertisements on social media channels like Google,Youtube,Facebook,and traditional media channels also such as TV and radio.They not only have their own Facebook,Instagram and other exclusive pages,but also have their own Weibo and WeChat public accounts because Chinese market is one of their largest oversea markets.They will place advertisements on different platforms according to different themes and track the effects of these advertisements.
Overview of the customers
By using the Semrush software,we can roughly track the effect of the Chemist Warehouse’advertisements and find out the related website keywords to Chemist Warehouse.Chemist Warehouse has released a total of 1,180 advertisements during the past 4 years,of which 10,491 are presented with image and 759 are slogan types.,The views amount of these advertisements have reached 1,720.The most frequently promoted products in these advertisements are health and beauty goods.About 80%of target customers are women,most of whom are between 18 and 43 years old.
Chemist Warehouse promotes healthy and beauty while cheap price is the most attractive advantage.Continuous publicity and advertising can give the customers the impression that the products of Chemist Warehouse are all about the beauty and healthy,which can consolidate the brand image of Chemist Warehouse.By analyzing product structure and advertising content of Chemist Warehouse,we can find out that Chemist Warehouse mainly want to attract all target users who are yearning for a healthy and beautiful life through affordable expenditure.Specifically,the target users can be divided into the following types according to their age groups:
1)Over 45 years old:customers have a good education who also feel their own body function has declined.They have an increased need for health.
2)30-45 years old:customers are transitioning from the youth to the middle age,and they are also the group with the strongest purchasing willing,who are interested in sports,health preservation,vitality,beauty,and maternal and child products.
3)20-30 years old:customers at twenties are the new generation who are fond of the internet consumption.They are more accustomed to online consumption,having a strong demand for enhancing their own charm,and they also have found out that it would be easier to buy relatively cheap beauty and skin care products at Chemist Warehouse.
Through the overall analysis of the Chemist Warehouse website and marketing activities,the company's Objective is to enhance the healthcare awareness of the customers via the most effective and efficient propagandize medias,resulting in great savings for the end user and attracting more new customers while wining more repurchase from existing users.
The market positioning of Chemist Warehouse is very clear,whether it is the decoration of offline physical stores or various online print and media advertisements,discounts and cheap signs can be seen everywhere.Their official website is designed in line with their own market positioning,and is equipped with clear navigation as well.Through the specific classification of their products,needs of various ages can quickly be found the corresponding products on its online website.The settings of their social media and google key words are mainly discount information of its well-known brands,so that users of the social media who have viewed their key words or advertisements can quickly become their customers.
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